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Kevin Redmon explains that government regulations designed to protect the rhino from poaching have failed:

Despite being banned in 1977, the rhino horn trade is flourishing. Twenty
years ago, a kilo of horn went for $4,700. Today, it sells for $65,000,
making it more valuable than either gold or cocaine. Poaching is on the
rise, and by some accounts, the number of endangered (but not yet
extinct) white rhino killed doubles each year. By 2035, African
wildlands could be devoid of the animal.

Redmon then pushes for a controversial proposal to allow "horn farming" on private game reserves:

"Rhino horn is composed entirely of keratin and regrows when cut,”
writes Biggs. “Sedating a rhino to shave its horn can be done for as
little as $20.” A white rhino produces about a kilo of horn per year,
and the current global demand could be met by “farming” as few as 5,000
animals on a private, well-guarded preserve. (Natural rhino death “would
also provide hundreds of horns annually,” even as the herd continues to
grow at a rate near 10 percent.) The millions of dollars generated by
the legal enterprise could be used to fund further conservation efforts,
such as wildland preservation, sustainable rural development, and field
research.